Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Butter and Margarine in Austria

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Executive Summary

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TRENDS

In 2017, the category was strongly influenced by the ongoing health trend, as consumers pursue healthier nutrition and healthier living. Accordingly, many consumers in Austria are turning to vegan and vegetarian nutrition, and the number of products carrying the V-Label of European Vegetarian Union increased in Austria over the review period. This caused many consumers to opt for products made of herbal fats rather than fats of animal origin in 2017. Another trend observed in butter and margarine over the last two years of the review period was the mixture of margarine and butter or butter and oils.

COMPETITIVE LANDSCAPE

Unilever Austria continued to lead sales in butter and margarine in 2017, holding a value share of 24%. Being a global producer, the company focused on a multi-branding strategy, marketing four brands in Austria: Rama, Becel, Thea and Lätta. For each of the four brands, the company offered several varieties, which provided a wider portfolio for consumers to choose from. The company also invested in new product launches in 2017, and supported the new launches mainly through TV, radio and print ads as well as increasingly online. This led to Unilever Austria posting the biggest increase in value share in 2017.

PROSPECTS

Butter and margarine is anticipated to continue to be influenced by the ongoing health trend in the forecast period. While consumers are not expected to give up on butter and margarine altogether, they are expected to increasingly shift to purely herbal varieties. The trend towards vegan and vegetarian products is thus anticipated to play an important role over the forecast period, with a rising number of producers investing in changing their product formulations as well as in redesigning their packaging in order to include the V-Label seal of approval.

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